Alia Bhatt Launches A Homegrown Sustainable Kidswear Brand Which Educates Children About The Importance of Nature Conservation
Foraying into entrepreneurship is becoming the common progression for actors once they earn a name for themselves. Be it Katrina Kaif coming up with her makeup line or the South Indian actress Sai Tamhankar launching saree label, these multi-hyphenates often create their own brands to a piece of their style and beauty statement accessible to their fans and followers. While that’s great, we don’t see many celebrities venturing into conscious labels and expanding their reach to a different customer base either. However, Alia Bhatt might just have won this league with her newly launched fashion label which is nothing of the ordinary.
Making a strong case for conscious clothing and vocal for local campaign, Alia Bhatt has launched a kidswear brand Ed-a-Mamma that is locally made and created with natural material. The collection mostly features nature-inspired graphics and quotes and soothing pastel colour palette. She took to her Instagram account to announce her newly launched label. The caption read, “Ta da! Presenting Ed-a-Mamma! To begin with, it’s a line of children’s clothing for 2 to 14-year-olds. It’s made from natural fabrics. With nature themes.
The eco-friendly brand also teaches the little wearers the importance of environment conservation and inculcate the love for planet and nature. “Each garment comes with a seedball that takes kids (and parents) back to nature. The tags double up as bookmarks. The buttons are not made of plastic. Even leftover fabric is transformed into hair ties and potlis. Every garment tells a story. And nurtures a love of nature among children,” the caption further mentions. Alia has been a vocal advocate for environment, animal conservation and sustainable fashion and this label just reflects her ideology in the most beautiful way.
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The conscious clothing brand is completely backed by Alia and an in-house design team that takes care of the aesthetics of the clothes. She mentioned in the post that the clothes are procured and created locally to support the vocal for local campaign. “It’s a fully homegrown brand. Totally vocal for local. And fully atmanirbhar. When I say homegrown, I mean we literally started in my home. Till we grew to a point where we had to get an office. And a warehouse. And so on,” a part of the announcement post read.
The brand is exclusively sold on the children’s online store FirstCry for now but Alia’s ambitions are far from low. She intends to expand the children’s brand into multiple categories that revolve around the centre theme—nature. She wrote, “We launched on firstcry.com in October and people loved our story (thank you for giving us such a warm, overwhelming welcome). We hope to add more stores. More stories. A series of children’s books. A series on TV. Toys, perhaps. The common thread running through it all is love for the one thing that unites us: our planet. Because we’re all children of Mother Earth.”
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Also Read: #Culture:: Fashion: Vidya Balan Roots For The #VocalForLocal Campaign By Wearing Sustainable Indian Brands For The E-Promotions Of Shakuntala Devi. We Think It’s Fabulous
In an interview with Livemint, she revealed how she came up with the brand. She said, “Unlike the saturated fashion market for women, we have realised there’s a big gap when it comes to a world-class clothing brand for children which is made in India. Moreover, I have always felt passionately about the environment and wanted to give back a strong message to conserve it through this brand.”
Just a few weeks ago, Alia showed her support for sustainable fashion by wearing a lehenga on Diwali that was made of recycled waste fabric and featured artwork from children of Art of living Free Schools. That gesture combined the concept of sustainability and Education For All campaign. This time, Alia went bigger with her own homegrown kid’s apparel brand that educates children about the importance of nature conservation. It is an extension of her philosophy towards saving the planet and channels her ideology in a fashionable and functional way and we love it.